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Course Outline
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Course Title: Principles of Marketing
Course Code:MKTG1020
Course Objective:
Principles of Marketing introduce you to the essentials of marketing (key concepts, methods of analysis, strategies and tactics) critical to managing profitable customer relationships in today’s dynamic and connected environment. Specifically, the course goals are:
To introduce you to marketing strategy and to the elements of marketing analysis: customer analysis, company analysis and competitor analysis.
To familiarize you with the elements of the marketing mix (product, pricing, promotion, and distribution strategies)
To enhance your problem solving and decision making abilities by learning how to leverage strategic marketing analysis to inform tactical marketing mix decisions while providing you with a comprehensive framework to evaluate marketing decisions and to create successful marketing initiatives.
To expand your knowledge of the marketing industry while increasing your awareness of the strategic and tactical decisions behind today’s top performing brands.
Course Outline
| Serial No. | Chapters and Descriptions | |
| Chapter 1: Managing profitable customer Relationship 1.1. What is Marketing? 1.2. Understanding the market place and customer Needs 1.3. Designing a customer-driven marketing strategy 1.4. Preparing an integrated Marketing Plan and program 1.5. Building Customer Relationships 1.6. Capture Value from Customers | ||
| Chapter 3: The marketing Environment 3.1 The Company’s Microenvironment 3.1.1 The company 3.1.2 Suppliers 3.1.3 Marketing intermediaries 3.1.4 Customers 3.1.5 Competitors 3.1.6 Publics 3.2 The Company’s Macro environment 3.3 Responding to the Marketing Environment | ||
| Chapter 7: Customer Driven Marketing Strategy: Creating Value for Target Customers 7.1 Market segmentation 7.1.1 Consumer Market Segmentation 7.1.2 Business Market Segmentation 7.1.3 International Market Segmentation 7.2 Market Targeting 7.2.1 Evaluation of Segments 7.2.1 Targeting Strategies 7.3 Positioning 7.3.1 Positioning Strategies | ||
| Chapter 8: Product, Service and Branding Strategy 8.1 Product 8.1.1 Definition of Product and Service 8.1.2 Levels of a product and service 8.1.3 Product and Service Classification 8.2 Product and service Decision 8.2.1 Individual Product and Service Decision 8.2.2 Product Line Decision 8.2.3 Product Mix Decision 8.3 Branding Strategy 8.3.1 Brand Equity 8.3.2 Building Strong Brands 8.3.3 Managing Brands | ||
| Chapter 9: New Product Development and Product life cycle Strategies 9.1 New product Development Process 9.1.2 From Idea Generation – Commercialization 9.2 Managing New Product Development 9.3Product Life Cycle | ||
Text Book: Principles of Marketing 12th ed. Philip Kotler and Gray Armstrong
| Distribution of Marks | ||||||
| Internal Assessment | External Assessment | |||||
| Assignment | Quizzes | Others | Midterm | Total | Terminal | Total |
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